If you want Gen Z’s attention, here’s a hint: perfect sunsets and airbrushed smiles aren’t it. Columbia Sportswear just proved it by trading “pristine and perfect” for snakes, storms, vultures, and an unsettling cameo from the Grim Reaper. Their new campaign, Engineered for Whatever, doesn’t just sell jackets, it sells survival, grit, and a wink…
Virtual influencers are having a moment, and some of them aren’t even real. As brands explore everything from metaverse meetups to AI-generated avatars with millions of followers, a new peer-reviewed study (Joel-Edgar et al., 2024) has dropped a reality check that marketers need to pay attention to. The research shows that while Gen Z might…
If you thought 2024 was big for Campus, just wait until you see what we have in store for 2025. Last year, we set a new benchmark for in-person brand activations, executing more events than ever before in our history. From coast to coast, our team brought brands directly to students, engaging Gen Z in…
The world of brand marketing just got a major shake-up. Unilever, one of the largest consumer goods companies in the world, has announced a radical shift in its advertising strategy under its new CEO, Fernando Fernandez. In a move that underscores the growing power of influencers and social media, Unilever plans to allocate 50% of…
Nail care isn’t just about a fresh coat of polish anymore, it’s a cultural movement, and social media is leading the charge. With Instagram and TikTok feeding the obsession with intricate nail art, gel extensions, and DIY kits, consumers are more engaged than ever. What used to be a simple self-care ritual has become a…
Marketing campaigns can be a goldmine or a landmine—sometimes both at once. Ocean Spray had a guy on a skateboard, and the internet ate it up. Poppi, on the other hand, handed out personal vending machines to influencers and managed to enrage the very consumers who keep them in business. Turns out, watching wealthy creators…